SAND - The Middle East’s new not-to-be-missed resortwear event

06 March 2026

With its first edition staged last October in Dubai, this new industry trade show aims to become a strategic gateway to the Gulf countries. Its two founders, Karim Hatab and Iyad Grahne, shared their insights and outlook with us.

Karim Hatab and Iyad Grahne bring together two distinctly complementary backgrounds. Karim, a graduate of Imperial College London and now Marketing Manager at La Perla, is also the founder of Hernada, a premium e-commerce platform active across the MENA region. Iyad, trained at King’s College London, built his expertise in digital marketing, business development, and the establishment of a London-based real-estate agency serving a high-end Middle Eastern clientele. Together, they operate confidently across both Western and Middle Eastern markets and maintain a robust network of brands and distributors.

Barely two years went by between the idea of Sand and its first edition… What convinced you to move so quickly?

The high-end fashion and hospitality scene in the Gulf has accelerated hugely: the region comprising Dubai and the wider GCC has established itself as a year-round resort destination, and the demand for the “beach lifestyle” keeps growing. Despite the momentum, there was still no B2B platform dedicated to this market segment. The timing was ideal.

What was your vision when creating Sand?

We wanted to create the first trade event truly designed around the resort lifestyle in the GCC. The goal was twofold: to offer international brands strategic access to the Middle Eastern market, and to give local talent the opportunity to project themselves beyond their borders. In Dubai, no event reflected the natural intersection of fashion, travel, and leisure that defines the region. Sand was created to embody this identity and serve as a catalyst.

Your first edition brought together nearly 90 international brands. Did they participate directly or through regional distributors?

We welcomed a balanced mix of brands attending directly and others represented by their international showrooms. Some labels, such as Charo Ruiz, Oceanus, and My Beachy Side, wanted to feel the pulse of the market firsthand and meet potential partners. Others opted to join through their showrooms, including Hemant & Nandita (Mint Showroom New York), Lisa Marie Fernandez, and Studio Verandah (The Saville Agency). This diversity reflects Sand’s mission: to consolidate the different market entry routes brands rely on.

What was the profile of the visitors and buyers at the show?

We gathered a highly representative spectrum of professionals from the retail, hospitality, and distribution sectors, including department stores, specialized concept stores, e-commerce platforms, resort boutiques, distributors, as well as buyers from major hotel groups and beach clubs. A varied audience, but united by the same goal: understanding and anticipating the expectations of a demanding regional consumer.

Among the product categories exhibited, which generated the most interest?

Resortwear was unquestionably the highlight category, supported by the region’s climate and year-round tourism. Accessories also saw strong traction, particularly jewelry and pieces that can easily transition from day to night.

With some perspective now, which aspects do you feel were most successful,, and what areas would you like to refine?

The curated selection and intimate atmosphere were particularly appreciated, creating an environment conducive to both authentic and efficient exchanges. For the next editions, our priority will be to further expand the pool of buyers and strengthen the lingerie segment, which remains underrepresented considering its true potential in the region.

One challenge often mentioned by brands is the dominance of a few major retail groups in the Gulf. Do you see this dynamic evolving?

Yes, there is a clear shift underway. Major groups remain essential, but the ecosystem is expanding: new independent multi-brand stores are emerging, digital-first players are gaining strength, and many hotels and beach clubs are now developing their own retail offerings. This gradual diversification is creating more flexible entry points for premium brands.

How have the role and sensibilities of Gulf buyers evolved in recent years?

Gulf buyers are now more curious, more selective, and more attuned to brand values. They are looking for unique universes, authentic storytelling, and a sustainability angle. Also, they are increasingly looking for exclusive regional partnerships, a sign of a maturing market.

To what extent do cultural and climatic factors influence buying cycles and assortments?

To a great extent. Unlike Europe, where resortwear is seasonal, the Gulf market operates continuously thanks to the warm climate and nonstop tourism. Buyers favor lightweight, versatile pieces that sometimes respect modesty guidelines. Deliveries typically span from October to June, the peak period for social and event activity. Brands that can adapt their calendar to this rhythm achieve the best results.

In this dynamic context, what opportunities do you see emerging for lingerie brands?

High-end lingerie, especially when framed within a broader lifestyle approach, naturally fits into this resort-driven universe. With the rise of spas, wellness retreats, and luxury resorts, demand for premium pieces combining comfort, refined materials, and elevated aesthetics is growing steadily. The market is still taking shape, and there are significant opportunities.

Among the Gulf countries, which markets currently show the strongest growth potential for swimwear and bodywear?

The UAE remains the strategic heart of regional retail, but Saudi Arabia is now the most dynamic market with rapid population growth, a young demographic, and an appetite for fashion. Qatar and Kuwait continue to progress within the premium segment. Together, these markets form a very attractive landscape for expansion.

You’re already preparing your upcoming editions, including one in partnership with Paraiso Miami Beach. What can you tell us about them?

The June 2026 edition will take place ahead of the buying season and will focus on expanding global visibility and brand participation. The October edition, organized with Paraiso Miami Beach, will offer an even more immersive and curated experience. This partnership is an important milestone. We aim to build a bridge between two resortwear capitals, Dubai and Miami, through a concept combining runway shows, designer activations, and a premium trade fair.